Mother has launched its first work for Cancer Research UK’s Race for Life since winning the business in August 2012.
It transforms the hugely successful event series from a gathering of women in pink into an army who run, dance and sing all up in cancer’s stupid stupid face.
The new line is ‘Cancer We’re Coming To Get You’.
The campaign includes a 60 second TV ad directed by Siri Bunford where women show defiance to cancer. The themes is one big UP YOURS to cancer.
A music video directed by David Wilson showcases a dance called the ‘Cancer Slam’, shot in a wrecking yard. There’s a tutorial video so women learn the dance before the event then perform en-mass before they start.
Press and posters of women telling cancer what they think cancer with lines like “Oi! Cancer! You. Me. Outside. Now” and “Cancer can kiss my butt”.
Radio ads introduce a new initiative that will take place at every Race for Life. The women taking part will do their usual minute’s silence, but then follow this by a minute’s ROAR. There’s also a radio ad where a women reads out a letter to cancer.
Stickers of insults to cancer including “Cancer Is The C Word” are being given out across the country.
Everything in the campaign now says: “Cancer, we’re coming to get you.” And is designed to have cancer quaking in its rubbish boots.
"If you could say something to cancer it probably wouldn’t be polite. Just because cancer is big and scary it doesn’t mean we have to whisper its name, " says Oli Beale, a creative with Mother.
“When we first went to a Race for Life we were struck by how fun it was. Everybody has a horrible cancer story. Many people have been through it themselves. But this is one day where they get together and show cancer what they think of it. It’s a day where for once cancer is on the run. Cancer is on the ropes and every single penny raised pushes it closer to the floor," he continues. "Sombre messages wouldn’t be right for this. We want people to feel empowered to take on cancer, get off their sofas and join in".
Anthony Newman, Director, Product Marketing, Race for Life, said: “I am hugely excited by this campaign, and how it can help us transform this amazing fundraising event into a truly desirable brand. Mother have done an excellent job of taking a deep and truthful consumer insight about how people feel about cancer and developing it into a brilliant new high-impact campaign".
Creative Agency: Mother
Art Director: Mother
Agency Producer: Mother
Director: Siri Bunford
Production Co: Knucklehead
Producer: Matthew Brown
Editor: Adam Marshall, The Whitehouse
Post Production: Finish
Audio post-production: 750MPH
Sound Design: 750MPH
DoP: Alex Barber
Media Agency: Mediacom
Media planning/buying: Mediacom